The fashion brand # forever21 has launched a concept called Forever 21 Shop City on the gaming platform #roblox. The concept Players can open a store in the complex, buy clothing and accessories from the brand, design their own clothing, manage the store with employees and other features, and do a variety of other things. The brand is a member of the platform's influencers, who have created clothing collections for the brand that will be sold both physically and digitally. In addition, there is a feature called the Yellow Carpet Zone, which is a type of red carpet that the players' avatar can walk down, where a variety of fans will greet him by name and take selfies with him.
If any child now wishes to design in the physical space for a garment fashion brand, the chance that they will be able to do so is.... And here, in cyberspace, they have the chance to be the brand's "discovery" and break free from the platform if they create something truly unique that catches the attention of the brand's marketing executives.
Physical Digital - The ability to translate all of this work into actions, i.e. sales on the one hand, and brand preference, brand loyalty, and brand perception on the other, is the real key to all of these marketing activities. More and more companies are doing double and smart work. In this case, they enlisted the help of Rolblox influencers to create a collection, which is sold in physical stores and can also be purchased in virtual space for the avatars of players on the platform.
Gamers take command - observe how the gaming industry is becoming more powerful even at the influencer level; it is no longer enough to be a celebrity; you must also have technical skills to build things in cyberspace, and this trend will likely continue among young audiences.
The idea of having a red carpet on the platform that truly simulates a paparazzi experience brings the players closer to the closest feeling they have of feeling special with zero effort (yes, I wrote that backwards). I have a hard time with it, but if we look at it in terms of brand work, they go to great lengths to create a sense of specialness for their target audience, both by making them feel like celebrities for a brief moment and by providing them with tools to help them develop their creativity. It is, in my opinion, a good step in the right direction (power passes to consumers).
Here are some takeaways from all of this:
1. Brands must strengthen their digital physics muscle, particularly among young people, where the lines are becoming increasingly blurred.
2. Brands must provide consumers with tools rather than "brainwash" them with messages; there is a bilateral relationship that needs to be improved.
3. it is much easier to experiment in the digital realm (in terms of speed, in terms of costs, in terms of learning)